In competitive conditions of the market to obtain a suitable position in customers' minds in a way that they are loyal to the company is important. BRAND ASSOCIATIONs play a significant role in today's marketing plans of corporations and have also received a great deal of attention across various marketing and consumer researches. The goal of this thesis is to elicit core and first-order BRAND ASSOCIATIONs from policy holder’s (customers) of Mellat Insurance Company using BRAND Concept Maps (BCM) methodology, and then create the customers’ consensus map, which is the outcome of the research. This study seeks to map the policy holder’s BRAND ASSOCIATION network using BRAND Concept Map (BCM) method. The context of a BRANDing, marketing and the favorability extension is an appropriate implication for BCM methodology. This method employs a five-step procedure to elicit a unique consensus BRAND ASSOCIATION network. Policy holder’s BRAND ASSOCIATION network in Mellat Insurance has showed optimum performance in the context of cases such as, threatment of employees, cooperation of employees and providing appropriate environment. At the end, nine solutions have proposed in order to improve the level of BRAND effectiveness in Mellat Insurance Company

One of the key components of BRAND equity is ASSOCIATIONs that consumers have about the BRAND and these ASSOCIATIONs will guide them to choose the BRAND. These ASSOCIATIONs usually considered as organized network involves models of gathering the networks in minds and determine the BRAND value for consumers as a BRAND image. The aim of doing this research is eliciting and mapping the network of IranDoc (Iranian Research Institute for Information Science and Technology) from the perspective of its consumers. To reach this aim, at this research a new method named BRAND Concept Mapping (BCM) has been used in order to eliciting BRAND ASSOCIATIONs concept map from consumers mind, aggregating individuals map and mapping a consensus BRAND map that has been obtained with one by one interviews with clients and finally has been led to identify the clients perception of the IranDoc. The statistical society of this research include all of the peoples that recourse to IranDoc’ s search information forum for receiving research services and the sample for surveying has been chosen with convenience sampling method. It is found that IranDoc client’ s mental ASSOCIATIONs network involves central and desired ASSOCIATIONs such as “ thesis internal database” and “ suitable service offering” . Considering the limitation of marketing research that has been done about the BRAND of institute offering research services, understanding and managing the IranDoc ASSOCIATIONs and key and latent factors that affect formation of these ASSOCIATIONs in order to improve the service quality according to them cause improvement of IranDoc image.

Despite increasing competition in the banking industry of Iran, creating more value for customers, in order to maintain and improve the competitive position of banks is necessary. Identify the valuation method and the formation of concepts related to the BRAND in the minds of customers, help to achieve this goal.This study mapped the network of BRAND ASSOCIATIONs of “Agriculture Bank of IRAN” and “Tejarat Bank”, using the “BRAND Concept Map” technique to evaluate the BRAND ASSOCIATIONs of the two banks and their inter-relations in the mind of customers. Research has been conducted among university students in Tehran by accessible sampling method. and thereby the “Agriculture Bank of IRAN Consensus BRAND Concept Map” With eleven core ASSOCIATION Such as: wheat, farmers and gardeners, traditional, specialized bank in agriculture, green, and “Tejarat Bank Consensus BRAND Concept Map” With eight core ASSOCIATIONs Such as: university, student loan, background and antiquity and State Bank; were drawn.

Aaker (1991) believes that images and BRAND ASSOCIATIONs constitute the basis of buying decision and reliability for a BRAND. In the present research, the effects of BRAND ASSOCIATIONs (guarantee, personal identification, social identification, status and prestige) of consumers' responses (through: acceptance of BRAND extensions, recommendations to others, and payment of price premiums) towards various mobile BRANDs in Tehran have been investigated.In this survey research, opinions of some 360 individual mobile users, chosen through simple random sampling method, have been collected and analyzed with the help of SPSS and LISREL soft wares. Confirmatory factor analysis and structural equation modeling techniques were applied as analytical tools.Research findings indicate that there are positive relationships between: a) "guarantee" and consumers' "BRAND recommendation"; and b) between "personal identification" of the consumers, from one hand, and "payment of premium price" and "acceptance of BRAND extensions", from the other hand.Research finding also shows a negative relationship between "social identification" of the consumers and their "acceptance of BRAND extensions".

The aim of this study was to identify and prioritize the dimensions of the BRAND ASSOCIATION in football premier league. The research method was mixed (qualitative- quantitative) and the statistical population consisted of sport management experts.11 subjects were selected by purposive and snowball sampling methods. Data were collected through semi-structured interviews. In qualitative phase, main concepts and categories were obtained by content analysis. Data coding was continued to axial coding phase and finally 12 main categories were obtained. In the quantitative phase, the obtained codes were prioritized using Analytical Hierarchy Process (AHP) and Expert Choice software. The results showed that in the dimension of ' benefits', ' excitement' (relative weight=0.308) and in the dimension of ' attributes', ' star player' (relative weight=0.274) achieved most importance. Other factors were next priorities according to their criteria. Results showed that the identified BRAND ASSOCIATIONs affected the attractiveness of the league. An emphasis on positive ASSOCIATIONs provided more desirability for the spectators which affected their more attendance.

This paper is meant to represent a model for measuring consumer-based BRAND equity. In this study two categories of elements are identified: conceptual and behavioral. The conceptual dimension comprises constructs such as BRAND awareness, BRAND attitude, BRAND ASSOCIATION and BRAND image; behavioral dimension consists of BRAND loyalty, willingness to pay a price premium for BRAND and the recommendation of the BRAND to others. In this study the casual influence exerted by each of these elements on BRAND equity and their relation with each other is explored.Testing the hypotheses indicated that BRAND attitude, BRAND image, BRAND ASSOCIATION, BRAND loyalty and price premium have positive influences on BRAND equity.

Today make a strong BRAND is an objective for many organizations like service organizations. Therefore building a BRAND in the hotel industry is important in this area, but little research has been carried out with experimental approach in this area. This study examines experimentally the relationship among the components of customer-based BRAND equity Based on Asker’s assumption in order to determining the most important component in BRAND equity components in hotel industry. This study, based on aim, is an applicable research, and based on data collection method, it is a descriptive research. The using data was gathered by questionnaire from customers of Mashhad five stare hotels by using Non-random sampling methods available collection. Also, considering its data analysis method, it is a structural equation based research. The results indicate that perceived quality is the strongest predictor when determining BRAND equity and has significant impact on other BRAND equity components.it is one of the strongest determinant of BRAND equity.

For firms to be successful in competition arenas, one of the essential competences is to have marketing knowledge and skill. It is obvious that one of the effective factors affecting Iranian firms' competitiveness in international arenas is practical and scientific improvements in marketing.There can be many reasons for unsuccessful marketing plans in firms, however, in this research study, we focus on BRAND equity because of the importance of BRAND name and BRAND symbol.We use a customer-based BRAND equity model, based on Aaker's well-known conceptual framework of BRAND equity. The study concludes that marketing managers on their general assessments about BRAND equity should concern about the importance of BRAND equity dimensions. Final1y, the study employed structural equation modeling to investigate the causal relationships between the dimensions of BRAND equity and BRAND equity itself in sport shoes industry in Iran.